DHL DOG-CAT-PARAKEET ADVERTISEMENT

YASHVI BANSAL

BBA(B) 2018-21

In the video, it can be seen that the cat acts as a customer, wanting to deliver the parakeet
to Siberia. The ad is under the comedy genre, using animals to draw our attention and not
making it just some normal advertisement, conveying much with using less words.

1) WHAT DOES THE CAT REPRESENT?

The cat is the customer, however the audience knows this isn’t practically possible, it grabs
the attention of the people watching it. A cat is also shown to make the audience know how
easy it is to place delivery requests with the company that literally anybody(a cat is an
exaggeration of the point they are trying to make, just to show how certain the audience can
be about subscribing to their service) can place an order.

2) WHAT DOES THE PARAKEET REPRESENT?

The Parakeet here is the ‘parcel’ or the product. The company is trying to make the pint that,
they can deliver ANYTHING the customer wants. The parakeet, just like the cat, is an
exaggeration, where the company tries to make know how they can deliver ANYTHING WE
WANT, ANYTIME. Also, how quick their service is.

3) HOW IS THE MESSAGE BY DFL COMMUNICATED TO US?

I believe the message the company is trying to give us with the simple funny act is, how easy
it is to order, anything can be delivered, also the reach. ‘Siberia’ is very cleverly used, as due
to the difficult situation in 1991 in Russia, there were some closed cities(places), so the
parakeet being delivered to ‘Siberia’ here means that the company not only delivers
ANYTHING the customer want, but also ANYWHERE.
Both the advertisements show how the company is (successfully) conveying that they will
deliver anything, anywhere the customers want.

4) WHAT DOES THE DOG REPRESENT?

The dog is in seen in the comeback ad to the first one. I think they made this ad to make sure
that people are hooked to it and leave an impression in their minds, to make sure that their
fad just doesn’t fade away, people enjoyed the first ad.
Here the dog is also a ‘parcel’ that the parrot placed, it shows quick service, and that they
deliver relatively bigger parcels with equal ease and speed.